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The Secret Power of Words
If the best way of communicating with prospects and existing
customers was through sign language, we'd all have to learn to
sign. Or if the best method of communication proved to be some
kind of mutually understandable code, we'd all have to learn
that code in order to say anything. Thankfully, our
communication process is much more simple...or is it?
A sales person has the benefit of meeting his prospect face to
face, and will be able gauge his pitch according to visible
response signs displayed by his prospect. An experienced
salesman will instinctively know from the facial expressions and
body language of his prospect, whether he's hitting the right
buttons. This is usually indicated by the prospect's head
nodding up and down combined simultaneously with a beaming smile
and wide-eyed appreciation.
A telesales person has much less to go on. They can only judge
response to their sales pitch through the prospect's answers to
questions and the actual tone of their voice. Most telesales
people find their job easier when they try to imagine the look
on their prospect's faces while they're talking to them. But,
the deciding factor will almost always come down to the tone of
voice deployed by both parties.
The Internet and Direct Mail Marketer have no such advantages
over their prospects. They can't see them and they can't hear
them. Their only weapon in their armory of sales pitches is
their written word.
How we communicate through our written words holds the absolute
key to successful selling online and offline. Whether it's a
sales letter, an email or ad, the written words must
convincingly convey the sales message directly into the
prospect's mind. But first, you have to get your prospects to
actually read your message, and usually this very first hurdle
will claim many, many casualties.
Getting someone to read your sales pitch will almost certainly
depend on your headline. Your headline is your introduction.
Your
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'hello', your 'hey you' and your 'listen up'. If your
headline doesn't grab the attention of your prospect within two
seconds, it's goodbye and farewell.
Other important aspects of a 'killer' sales message are
sub-headings. Sub-headings are generally used to maintain
interest throughout the copy. But they're also included for the
benefit of prospects that first scan your message before
deciding to read it in full. To some degree, they're almost as
important as the headline itself.
Then there's the body copy. It's here that your copywriting
talents and skills should really shine through. Here you have
the opportunity to use any words in the English language to
describe and explain in fine detail, the benefits and features
of your product or service on offer. And the English language is
positively rich in adjectives, so there can be no excuse.
But the real secret to creating captivating copy is to use
'sense' words. That is, words that arouse the senses. Touch,
see, smell, taste and listen is what we instinctively do every
day. They represent our human survival mechanisms and for the
most part, we trust them. Other mammals rely on them totally.
When you use sense words in conjunction with emotionally fuelled
trigger words, you can elicit all kinds of responses, which can
be carefully channeled into the heart of your message for
maximum impact. Harnessing words for profit in this way is a
skill, and it's a skill that every online and offline marketer
needs to fully comprehend.
Learning to write outstanding and emotionally charged sales copy
is not an essential requirement for business success, but
recognizing the effectiveness is.
Never underestimate the secret power of words.
About the author:
Bill Knight is an International copywriter, specializing in
creating persuasive sales copy for offline and Internet based
direct marketing businesses.
http://www.topclasscopy.com
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